The partnership marks the first time that the California State Athletic Commission, and HBO, have approved a cannabis company as a title contender sponsor.

Ruben Cross, CEO of Kushy Punch, said of the announcement: “Our sponsorship signals a welcome turning point for the sport and how it is marketed to a new generation of viewers. As an underdog like us, Vanes embodies our core values: hard work, a passion to be the very best, and an unrelenting dedication to improving our craft. Win or lose, we know he will take the fight to Golovkin.”

Martirosyan, 31 year old two-time world title challenger has been steadily making a name for himself as the WBC’s No. 1 world-rated super welterweight contender. He is a native of Abovyan, Armenia, and currently fights out of Glendale, California. Martirosyan’s resume boasts NABF, NABO, WBO Inter-Continental, WBA International and WBC Silver championship victories with 21 knockouts and only 3 losses in his professional career.

Martirosyan will wear the Kushy Punch logo on his boxing apparel and his team will wear Kushy Punch branded apparel during the televised fight and throughout the duration of the sponsorship.

Cross added, “This sponsorship is a natural fit for us, for Vanes, and the sport of boxing. We hope it is the first of many more to come.”